Handbook Of Business To Business Marketing

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Handbook on Business to Business Marketing

Author : Gary L. Lilien
Publisher : Edward Elgar Publishing
ISBN 13 : 1781002444
Total Pages : 801 pages
Book Rating : 4.7/5 (81 download)

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Book Synopsis Handbook on Business to Business Marketing by : Gary L. Lilien

Download or read book Handbook on Business to Business Marketing written by Gary L. Lilien and published by Edward Elgar Publishing. This book was released on 2012-01-01 with total page 801 pages. Available in PDF, EPUB and Kindle. Book excerpt: This insightful Handbook provides a comprehensive state-of-the-art review of business-to-business marketing. It supplies an overview and pioneers new ideas relating to the activity of building mutually value-generating relationships between organizations Ð from businesses to government agencies to not-for-profit organizations Ð and the many individuals within them. Comprising 38 chapters written by internationally renowned scholars, this Handbook presents perspectives of a variety of issue areas from both an academic and a managerial perspective (state of theory and state of practice). The material in this compendium includes theoretical and practical perspectives in business-to-business marketing, marketing mix and strategy, interfirm relationships, personal selling and sales management, technology marketing, and methodological issues central to business-to-business markets. Published in conjunction with Penn StateÕs Institute for the Study of Business Markets, this extensive volume will expand research and teaching in business-to-business marketing in academia and will improve the practice of business-to-business marketing for firms in the industry. This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a complete overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains.

Handbook of Business-to-Business Marketing

Author : Lilien, Gary L.
Publisher : Edward Elgar Publishing
ISBN 13 : 1800376871
Total Pages : 713 pages
Book Rating : 4.8/5 (3 download)

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Book Synopsis Handbook of Business-to-Business Marketing by : Lilien, Gary L.

Download or read book Handbook of Business-to-Business Marketing written by Lilien, Gary L. and published by Edward Elgar Publishing. This book was released on 2022-07-15 with total page 713 pages. Available in PDF, EPUB and Kindle. Book excerpt: This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a comprehensive overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains.

Handbook of Marketing Strategy

Author : Venkatesh Shankar
Publisher : Edward Elgar Publishing
ISBN 13 : 1781005222
Total Pages : 529 pages
Book Rating : 4.7/5 (81 download)

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Book Synopsis Handbook of Marketing Strategy by : Venkatesh Shankar

Download or read book Handbook of Marketing Strategy written by Venkatesh Shankar and published by Edward Elgar Publishing. This book was released on 2012 with total page 529 pages. Available in PDF, EPUB and Kindle. Book excerpt: This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.

The Marketer's Handbook

Author : Laurie Young
Publisher : John Wiley & Sons
ISBN 13 : 1119978505
Total Pages : 421 pages
Book Rating : 4.1/5 (199 download)

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Book Synopsis The Marketer's Handbook by : Laurie Young

Download or read book The Marketer's Handbook written by Laurie Young and published by John Wiley & Sons. This book was released on 2011-04-22 with total page 421 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book, written by a senior marketer with over thirty years experience of using marketing techniques and concepts, sets out to describe, contextualize and rate them. Its prime emphasis is on understanding their status so that they can be used to direct the use of shareholder funds effectively. Its conclusion is that seasoned professionals must use their judgement about when and how to use them, but they also need to understand them in depth if they are going to make well-rounded, effective investment decisions. Above all it asks: “how useful and relevant is this concept? Will it improve decision making? Does the damn thing have any credibility and does it work?” “This book combines a rigorous review of a wide range of marketing concepts with many practical examples and case studies. It can be read or dipped into both by seasoned professionals and by those just embarking on their marketing career.” Sir Paul Judge, President, Chartered Institute of Marketing “Laurie Young casts an experienced and skeptical eye on many cherished marketing concepts and techniques. He provides an antidote to the tendency to adopt them without understanding their limitations and possibilities.” Professor George Day, The Wharton School, Chairman of the American Marketing Association “Laurie Young has produced nothing less than the A-Z of marketing. He has journeyed far and wide mapping out hundreds of business, marketing and communications models to produce an extremely useful industry atlas. Certainly it will find a well-thumbed home on my bookshelf.” Hamish Pringle, Director General, Institute of Practitioners in Advertising “This book is much needed by marketing. Its value is in challenging concepts, some of which have been the accepted norm for a long time. But as this book shows, some of these may no longer be relevant and appropriate for marketers in today’s consumer environment.” Mike Johnston, CEO, Dairy Council of Northern Ireland and former Chairman of the Chartered Institute of Marketing “Senior marketers, like those who make up the membership of the Marketing Society, hone the methods and techniques they favour as their career develops. Laurie Young clearly did that and an experienced voice shines through this critique. It is heartening to find that so many concepts have a long history of producing real value for businesses but alarming to find so many of the theorists’ favourites to be so groundless.” Hugh Burkitt, CEO, The Marketing Society

AMA Handbook For Managing Business To Business Marketing Communications

Author : J. Nicholas DeBonis
Publisher : McGraw Hill Professional
ISBN 13 : 9780844235950
Total Pages : 406 pages
Book Rating : 4.2/5 (359 download)

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Book Synopsis AMA Handbook For Managing Business To Business Marketing Communications by : J. Nicholas DeBonis

Download or read book AMA Handbook For Managing Business To Business Marketing Communications written by J. Nicholas DeBonis and published by McGraw Hill Professional. This book was released on 1997-04-11 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: That's what is special about this book: it provides the framework that will enable the marketing professional to get everyone in the organization to buy into integrated communications objectives and programs. Who is this book for? Marketing Practitioners: You'll get some new ideas and perspectives to plug into your current programs. "Nonmarketing" marketers: If you've recently been thrown into the "deep water" of marcom, just start reading. This book could be your life preserver.

The Small Business Online Marketing Handbook

Author : Annie Tsai
Publisher : John Wiley & Sons
ISBN 13 : 1118615387
Total Pages : 0 pages
Book Rating : 4.1/5 (186 download)

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Book Synopsis The Small Business Online Marketing Handbook by : Annie Tsai

Download or read book The Small Business Online Marketing Handbook written by Annie Tsai and published by John Wiley & Sons. This book was released on 2013-10-28 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The small business marketing experts at Demandforce help owners kick off their online strategy Small business owners are exceptional at delivering on their product or service. Many, however, don't know where to start when it comes to online marketing. The Small Business Online Marketing Handbook will show you how to effectively leverage email, social, online, and network marketing to get new customers and keep existing customers coming back. Author Annie Tsai shows you how to refocus just a small percentage of an offline marketing budget and create exponential return for your business. Author Annie Tsai is a popular blogger and Chief Customer Officer for Demandforce, an automated Internet marketing and communication company specializing in small- to medium-sized businesses, recently acquired by Intuit Features spot interviews and "do this now" advice from resident experts at Demandforce, including the founders With the proliferation of social media and the consumer voice on the web, small business owners need to take a deliberate approach to leveraging this new marketing channel to effectively convert online conversations into offline sales. The Small Business Online Marketing Handbook shows you how.

Handbook of Pricing Research in Marketing

Author : Vithala R. Rao
Publisher : Edward Elgar Publishing
ISBN 13 : 1848447442
Total Pages : 617 pages
Book Rating : 4.8/5 (484 download)

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Book Synopsis Handbook of Pricing Research in Marketing by : Vithala R. Rao

Download or read book Handbook of Pricing Research in Marketing written by Vithala R. Rao and published by Edward Elgar Publishing. This book was released on 2009 with total page 617 pages. Available in PDF, EPUB and Kindle. Book excerpt: Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is interdisciplinary, utilizing economic and psychological concepts with special emphasis on measurement and estimation. This unique Handbook provides current knowledge of pricing in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The environment in which pricing decisions and transactions are implemented has changed dramatically, mainly due to the advent of the Internet and the practices of advance selling and yield management. Over the years, marketing scholars have incorporated developments in game theory and microeconomics, behavioral decision theory, psychological and social dimensions and newer market mechanisms of auctions in their contributions to pricing research. These chapters, specifically written for this Handbook, cover these various developments and concepts as applied to tackling pricing problems. Academics and doctoral students in marketing and applied economics, as well as pricing-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.

B2B Marketing

Author : Uwe G. Seebacher
Publisher : Springer Nature
ISBN 13 : 3030542920
Total Pages : 754 pages
Book Rating : 4.0/5 (35 download)

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Book Synopsis B2B Marketing by : Uwe G. Seebacher

Download or read book B2B Marketing written by Uwe G. Seebacher and published by Springer Nature. This book was released on 2021-05-03 with total page 754 pages. Available in PDF, EPUB and Kindle. Book excerpt: This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the first time ever in this book. The book not only builds on the existing classic literature for industrial goods marketing but also – and much more importantly – finally closes the gap towards the rapidly growing ecosystem of modern B2B marketing terms, instruments, products, and topics. Technical terms such as Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence are explained and examined in detail, especially in terms of their applicability and implementation. The book as a whole reflects the B2B marketing journey so that the readers can directly connect the content to their own experience and use the book as a guide in their day-to-day work for years to come.

Handbook of Research on Gender and Marketing

Author : Susan Dobscha
Publisher : Edward Elgar Publishing
ISBN 13 : 1788115384
Total Pages : 352 pages
Book Rating : 4.7/5 (881 download)

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Book Synopsis Handbook of Research on Gender and Marketing by : Susan Dobscha

Download or read book Handbook of Research on Gender and Marketing written by Susan Dobscha and published by Edward Elgar Publishing. This book was released on 2019 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.

The Business Models Handbook

Author : Paul Hague
Publisher : Kogan Page Publishers
ISBN 13 : 0749481889
Total Pages : 337 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis The Business Models Handbook by : Paul Hague

Download or read book The Business Models Handbook written by Paul Hague and published by Kogan Page Publishers. This book was released on 2019-01-03 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: Enhance your business and marketing planning and overcome common challenges, with this collection of the most valuable and reliable business frameworks and models. Business frameworks sit at the heart of every successful business. They add structure and clarity to business problems and can help practitioners overcome the everyday challenges they face. The Business Models Handbook brings together the most helpful and widely used templates and frameworks into a single, invaluable resource. Each chapter focuses on an individual business framework, giving an overview of 50 of the best known frameworks and how it will help an organization grow and be profitable. Each supported by a real-world case study, these include ANSOFF matrix, Price-Quality-Strategy model, Stage-Gate model, Service Profit Chain and many more. Authored by a leading global market researcher with a background working on over 3,000 different research projects, The Business Models Handbook is an invaluable resource for any student or professional. Online resources include lecture slides that align with each chapter.

Handbook of Service Business

Author : John R. Bryson
Publisher : Edward Elgar Publishing
ISBN 13 : 1781000417
Total Pages : 464 pages
Book Rating : 4.7/5 (81 download)

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Book Synopsis Handbook of Service Business by : John R. Bryson

Download or read book Handbook of Service Business written by John R. Bryson and published by Edward Elgar Publishing. This book was released on 2015-04-30 with total page 464 pages. Available in PDF, EPUB and Kindle. Book excerpt: Service business accounts for more than 75 per cent of the wealth and employment created in most developed market economies. The management and economics of service business is based around selling expertise, knowledge and experiences. This Handbook co

Handbook of Research on International Advertising

Author : Shintaro Okazaki
Publisher : Edward Elgar Publishing
ISBN 13 : 1781001049
Total Pages : 577 pages
Book Rating : 4.7/5 (81 download)

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Book Synopsis Handbook of Research on International Advertising by : Shintaro Okazaki

Download or read book Handbook of Research on International Advertising written by Shintaro Okazaki and published by Edward Elgar Publishing. This book was released on 2012-01-01 with total page 577 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as compete coverage as found in this one volume.' – Don E. Schultz, Northwestern University, US 'An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.' – Subhash C. Jain, University of Connecticut, US The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.

Handbook of Marketing

Author : Barton A Weitz
Publisher : SAGE
ISBN 13 : 9781412921206
Total Pages : 618 pages
Book Rating : 4.9/5 (212 download)

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Book Synopsis Handbook of Marketing by : Barton A Weitz

Download or read book Handbook of Marketing written by Barton A Weitz and published by SAGE. This book was released on 2006-08-11 with total page 618 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.

The Small Business Online Marketing Handbook

Author : Annie Tsai
Publisher : John Wiley & Sons
ISBN 13 : 1118770137
Total Pages : 136 pages
Book Rating : 4.1/5 (187 download)

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Book Synopsis The Small Business Online Marketing Handbook by : Annie Tsai

Download or read book The Small Business Online Marketing Handbook written by Annie Tsai and published by John Wiley & Sons. This book was released on 2013-10-08 with total page 136 pages. Available in PDF, EPUB and Kindle. Book excerpt: The small business marketing experts at Demandforce help owners kick off their online strategy Small business owners are exceptional at delivering on their product or service. Many, however, don't know where to start when it comes to online marketing. The Small Business Online Marketing Handbook will show you how to effectively leverage email, social, online, and network marketing to get new customers and keep existing customers coming back. Author Annie Tsai shows you how to refocus just a small percentage of an offline marketing budget and create exponential return for your business. Author Annie Tsai is a popular blogger and Chief Customer Officer for Demandforce, an automated Internet marketing and communication company specializing in small- to medium-sized businesses, recently acquired by Intuit Features spot interviews and "do this now" advice from resident experts at Demandforce, including the founders With the proliferation of social media and the consumer voice on the web, small business owners need to take a deliberate approach to leveraging this new marketing channel to effectively convert online conversations into offline sales. The Small Business Online Marketing Handbook shows you how.

Handbook of Marketing Analytics

Author : Natalie Mizik
Publisher : Edward Elgar Publishing
ISBN 13 : 1784716758
Total Pages : 712 pages
Book Rating : 4.7/5 (847 download)

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Book Synopsis Handbook of Marketing Analytics by : Natalie Mizik

Download or read book Handbook of Marketing Analytics written by Natalie Mizik and published by Edward Elgar Publishing. This book was released on with total page 712 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.

Handbook of the Economics of Marketing

Author :
Publisher : Elsevier
ISBN 13 : 0444637656
Total Pages : 632 pages
Book Rating : 4.4/5 (446 download)

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Book Synopsis Handbook of the Economics of Marketing by :

Download or read book Handbook of the Economics of Marketing written by and published by Elsevier. This book was released on 2019-09-19 with total page 632 pages. Available in PDF, EPUB and Kindle. Book excerpt: Handbook of the Economics of Marketing, Volume One: Marketing and Economics mixes empirical work in industrial organization with quantitative marketing tools, presenting tactics that help researchers tackle problems with a balance of intuition and skepticism. It offers critical perspectives on theoretical work within economics, delivering a comprehensive, critical, up-to-date, and accessible review of the field that has always been missing. This literature summary of research at the intersection of economics and marketing is written by, and for, economists, and the book's authors share a belief in analytical and integrated approaches to marketing, emphasizing data-driven, result-oriented, pragmatic strategies. Helps academic and non-academic economists understand recent, rapid changes in the economics of marketing Designed for economists already convinced of the benefits of applying economics tools to marketing Written for those who wish to become quickly acquainted with the integration of marketing and economics

Handbook of Entrepreneurship and Marketing

Author : Ian Fillis
Publisher : Edward Elgar Publishing
ISBN 13 : 178536457X
Total Pages : 480 pages
Book Rating : 4.7/5 (853 download)

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Book Synopsis Handbook of Entrepreneurship and Marketing by : Ian Fillis

Download or read book Handbook of Entrepreneurship and Marketing written by Ian Fillis and published by Edward Elgar Publishing. This book was released on 2020-07-31 with total page 480 pages. Available in PDF, EPUB and Kindle. Book excerpt: This timely and incisive Handbook provides critical contemporary insights into the theory and practice of entrepreneurship and marketing in the twenty-first century. Bringing together rich and varied contributions from prominent international researchers, it offers a reflective synthesis of scholarship at the interface between marketing and entrepreneurship.